Hotels are an incredibly visual experience – everything must look nice. We rarely think about how they sound, unless it affects us negatively. People talking loudly or equipment whirring at odd hours can alter our view of the hotel. Ambient music, it’s learnt, has a greater impact on us than we give it credit for.
A 2019 UK study suggested that music can affect spending, productivity and even our perception of the world. For hospitality ventures, this can be incredibly useful as guests can be encouraged to linger on, relax or quicken their activities depending on the music being played. It’s important for any business in the industry to work on their playlists based on which part of the hotel it’s being played in.
Background music in hotels started out as a way to fill the silence as gramophones became more accessible in the mid-1900s. One of the easiest ways to create playlists is to divide them by time: soft music as the hotel awakes, upbeat tunes as brunch comes around, progressing to energetic music in the afternoon, and ending with soothing sounds in the evening.
ALL THAT JAZZ
Playlists should then be sectioned according to area: lobby, restaurant, gym, swimming pool, spa, etc. Lobby music is crucial as it offers guests’ the chance to make a first impression. Quite often, new arrivals are tired, upset or irritable from long journeys. So music in the lobby should be calming, soothing and welcoming. Depending on the hotel brand, it could range in the jazz or classical area.
Bars and restaurants are places with high footfalls. Research suggests that lower tempos cause people to slow their activities. This can allow people to relax, stay longer, order more food and drinks. If the purpose is to have a quicker turnaround time, say for a buffet or food festival, hotels can look at louder, faster music to help patrons quicken their pace unconsciously.
Gyms are high energy, high activity places. Electronic dance music, hip hop and other lively, upbeat genres help set the mood more appropriately. It’s helpful to avoid keeping the volume too high, but just enough to help keep the pace and encourage movement. This might be different for yogashalas and spaces where activities like tai chi or qigong are practised.
Spas require highly relaxing sets – subtle and calming. Sounds of nature, chill out, relaxing classical music and some types of world music can work. The pool can take a slightly upbeat version of this as activity levels are slightly higher for some guests while others like to lounge around. Low-key jazz works well by the pool.
CALLING THE TUNE
Incorporating music into its services and experiences can elevate guest experiences, in addition to drawing attention to communal spaces such as the bars and lobbies. However, deciding the music to be played in a hotel area is not be as simple as pressing play on a YouTube file or streaming from Spotify.
Music can be covered by copyright and violations can land hotels in hot water. They might need to pay royalty fees.
For the benefit of all, businesses can consider buying music from local artists or hiring them to create customised playlists to give back to the society.
Everyone knows that one guest who can’t stop humming a tune or tapping their foot to the music. Imagine the impact the right kind of music can have on their experience. While COVID-19 and other factors have jointly made life extremely difficult for hospitality companies, music might help draw the in customers who are not just looking for accommodation, but an overall good time.
